Speaking at iicon—a new conference designed for video game executives—Take-Two CEO Strauss Zelnick recently addressed the much-debated Grand Theft Auto 6 price. While he declined to confirm an official cost, his comments suggested the studio is looking to avoid the "super-premium" price points that have recently circulated in rumors.

Finding a Fair Grand Theft Auto 6 Price

Zelnick emphasized that consumer satisfaction relies on the relationship between quality and cost. He noted that players need to feel that a product's value outweighs its price tag.

“Consumers pay for the value that you bring to them, and our job is to charge way way way less of the value delivery,” Zelnick stated. “How you feel about something you buy is the intersection of the thing itself and what you pay for. Consumers need to feel like the thing itself is amazing and the price they were charged was fair for what they got.”

Zelnick also pointed out that, despite broader economic inflation, major game releases have remained relatively stable at $60 or $70 for over a decade. When considering the Grand Theft Auto 6 price, his focus remains on:

  • Delivering an "amazing" and high-quality experience.
  • Ensuring the cost feels reasonable to the end user.
  • Avoiding pricing models that don't align with perceived value.

Aiming for the Most Spectacular Entertainment Ever

Beyond pricing, Zelnick admitted he is “terrified” of how to measure the eventual success of the next Grand Theft Auto installment. However, he insisted that the creative teams are focused on the scale of the project rather than the metrics.

“What we think about is making the most spectacular piece of entertainment on Earth, in history—and it’s a pretty daunting challenge,” Zelnick said. He believes that if they succeed in delivering a great experience, "the upside will take care of itself."

He did, however, include a humorous prediction regarding the game's launch window, suggesting that "a lot of people will be calling in sick on November 19."

The Future of L.A. Noire and Legacy IP

For fans of L.A. Noire, there is a glimmer of hope for a potential sequel. While nothing is set in stone, Zelnick confirmed that TakeTwo is actively evaluating its library of legacy intellectual property.

“Broadly, we’re looking at doing something in the future with all of our intellectual property,” he said. He clarified that any specific news regarding L.A. Noire would come directly from Rockstar Games rather than corporate executives.

The primary challenge for a revival remains staffing. Zelnick noted that the company must determine if they have "a team that’s passionate about working on" those specific older titles.

Grand Theft Auto 6 is currently scheduled to launch on November 19, 2026, for PlayStation 5 and Xbox Series X/S.